How Can Brands Be Your Friend?

Last week brought about significant changes for me. I was offered an opportunity to interview for a position within my company that would shift my roles and responsibilities and have me working primarily for one of our oldest and most exciting clients. The interview was with the client, who was looking for a unique combination of experiences and abilities in this new role.

I got the job.

My new role at Doe Anderson, one of the nation’s oldest advertising agencies, is now that of Social Media Explorer. Yep, that’s my title. Leave it to the ad business to come up with a John Wayne-y business card entry.

What I will be charged with is designing and implementing social media programs — blogs, MySpace and Facebook activity, etc. — to allow the brands we work with to be represented and a part of this online conversation and community we enjoy. Sounds cool, right? I’m sure it will be. But it will also be a challenge.

My personal theory on social media, in terms of brands, not people, treading those waters, is that it must be done with care and respect for the community. We are not here to be advertised or marketed to. We are here to make friends, connect with like minded people and have a sense of community around our hobbies, professions and other commonalities. A brand or company is welcome to that community, so long as they want to communicate with it, not to it.

Keep in mind that bands, TV shows or even comedians are also brands. Look at your MySpace or Facebook pages. How many of them are you “friends” with?

As I face new responsibilities, it strikes me I shouldn’t let my experiences and assumptions alone guide me. My theories hold no water without input from the community.

What I would like to know is how you feel about befriending and communicating with a brand or company in the online world. What’s on and off limits? I will be advising clients not just how to do it, but how to do it well.

The only people qualified to help me define that are all of you.

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